""I've told my teams about issues, but I haven't been able to convince them of why it matters." A freelance designer, who was trying to start his own agency, told me this. And this disconnect is where many designers struggle. Designers are taught to stick to the facts. Present what users did, document what you've observed, and "report the observations.""
"This is what we've learned in school or boot camps, but that approach is increasingly becoming outdated. Why? In this age, when teams are asked to do more, facts alone don't drive action. Three Ways to Describe an Issue, and Why It Matters In Made to Stick: Why Some Ideas Survive and Others Die, Chip and Dan Heath describe how there are really only three ways to describe a problem, and how you describe these problems matters."
Designers often present user behavior and observations without connecting those facts to team priorities or consequences. Presenting only numbers and observations fails to motivate action when teams are asked to do more. One framework identifies three ways to describe a problem and emphasizes that chosen framing influences response. News presents statistics without context or emotion. Tale shows users' actions and narrative arc. Designers should move beyond neutral reporting and frame issues with context, emotion, and narrative to make findings compelling and actionable.
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